Premium activewear brand Rhone is amplifying its lifestyle sector presence with the launch of a national campaign highlighting its Commuter Collection, which includes activations throughout the greater New York City area.
The campaign is built around the tagline, “Engineered for all of it,” alluding to the versatility of Rhone’s products. The launch coincides with the 10-year anniversary of the athleisure brand’s Commuter franchise, which continues expanding through limited drops.
“Having commuted into New York City for years by train, subway, bus and car I remember distinctly how it felt if my clothes were uncomfortable. Particularly on those humid and sticky days,” said Rhone co-founder and CEO Nate Checketts.
“We started Rhone and built the Commuter line specifically so you can focus on life, not what you are wearing,” Checketts added. “No matter what the day throws at you, Commuter products are up for the challenge.”
The collection has proven to be popular, as its Commuter franchise has scaled more than 15x in volume since launch, which the company attributes to a post-COVID shift as consumers returning to the office were seeking clothing with the comfort of athleisure that still feels elevated enough for a workplace environment.
Rhone tapped agencies HLoveCo and Grow Marketing, to help see its campaign vision through, which includes terminal installations and branded spaces, in addition to influencer and founder-led storytelling across Instagram, TikTok and LinkedIn. The brand’s founders will engage directly with commuters in high-traffic terminals as well, where people can find free Barvida juice, featuring flavors like the Rhone Refresher and Commuter Cleanse.
Additionally, Rhone has partnered with the New York Times’ Wordle, amplifying visibility across an engaged daily audience. On top of that, Rhone is launching a national sweepstakes with a chance to win a $10,000 grand prize, $5,000 to cover a commute for a year or $5,000 in Rhone Commuter apparel.
“We wanted the creative to feel like a slice of real life. It shows up where people already are and lets the product speak through those everyday moments,” said HLoveCo founder and CEO Hallie Harris.
The campaign also highlights the features that make its Commuter apparel ideal, including lightweight construction and four-way stretch for unrestricted movement and mobility, wrinkle-release technology that considers the demands of travel and machine-washable fabric.
Rhone is especially showcasing its trademark Goldfusion fabric, a high-tech material that combines durability, softness and performance.
“I’ve always bristled at the idea of dressing up,” said Rhone co-founder and creative director, Ben Checketts. “Typically, suits, slacks and dress shirts are uncomfortable and stiff. We designed the Commuter Collection to solve those problems while also looking great whether you’re dressing it up or keeping things casual.”
Amid Rhone’s popularity, the company recently launched its own resale platform, reRhone, which allows customers to purchase verified, pre-owned Rhone apparel directly from the brand.
Activation locations and timing include Greenwich Crossing in Connecticut on Tuesday, April 14, from 6:30–10:00 a.m., and the Port Imperial Terminal in New Jersey on Wednesday, April 15, from 6:30–10:00 a.m., which is home to the highest daily volume in the NY Waterway system.
